Intrum’s European Consumer Payment Report 2025 points to a clear change in consumption habits in Europe, with special emphasis on Portugal, where the reduction in online impulse purchases is more pronounced.
Only 32% of Portuguese consumers say they buy more on impulse than two years ago, compared to 43% in 2024, while the European average fell from 45% to 30%.
Intrum associates this inversion with the pressures of the cost of living, inflation and rising interest rates, which require more careful budget management.
Social networks continue to influence purchasing decisions, but are giving way: 34% of Portuguese people admit to having made impulse purchases after seeing advertising on these platforms. Furthermore, 76% of respondents in Portugal believe that social networks encourage unrealistic financial expectations, above the European average (70%). These perceptions can contribute to greater scrutiny of promotional offers during Black Friday.
The report also points to the growing use of the “buy now, pay later” (BNPL) model: 31% of Portuguese people say they are more inclined to buy when this option is available (28% on the European average). Intrum warns of the risks of this modality when applied to non-essential expenses, as it may compromise financial stability in the medium term.
Regarding desirable behavior for the promotional period, Luís Salvaterra, general director of Intrum Portugal, states that “Black Friday should be seen as an opportunity to save consciously and not as an incentive for unrestrained consumption”.
Intrum also argues that, in addition to individual responsibility, companies and public decision-makers must promote financial literacy, transparent advertising and balanced payment methods to limit the negative impacts of impulsive consumption.